Yes you will need to purchase it. But if you have ESO plus then you get it as part of that. Possible they could pull a Murkmire and give it away as part of the daily login rewards.
Thank you! I was wondering because I am due next month and guessing I won't have much time to play then so I don't want to sub. Probably better to buy it then ^^
Hold off a bit on it. If it comes up cor daily reward then popping on once a day for a month and it's yours free. I can see them doing that so everyone has a chance to see the conclusion of the year of the dragon.